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BEST PRACTICES & STRATEGIES

content to audiences to increase relevancy.

• The most advanced form of AI in marketing is its
application for next-best-action decisioning. This
refers to the use of AI to determine which
campaign is best for each individual customer,
instead of abiding to marketer determined
automations. In this setup, marketers define the
campaigns, and the algorithm determines which to
deliver to each customer from all available
possibilities.

The fact is that the more sophisticated the logic for
sending a campaign and the segment a marketer
builds, the more value the marketer will receive from its
automation platform. In similar fashion, the more
segments and campaigns a marketer creates the more
impact a marketing automation software will have for
that brand, as it can help scale communications without
all the manual work involved. Additionally, marketers
who leverage automation platforms to manage multiple
channels from a single source will see more returns
than those who focus on a single channel. Finally,
marketers who use marketing automation tools as part
of their reporting practices will greatly improve their
performance as they will be creating a closed loop of
automation that goes from creation, to execution, to
insight discovery and back. (Source: Optimove) ◊

January 2021: AI & Automation in Marketing 15